Industry Opportunity Report

Financial Services

Owned asset optimization (OAO) represents a significant business opportunity for financial services brands with high-consideration products and services to educate consumers as they seek solutions.

Do you know who’s winning in your industry?

Terakeet’s market insight technology analyzes the organic search landscape to reveal which brands are winning consumer attention. Discover the winners in the financial services industry and how they achieve success.

Financial Services

Market Segment:

Financial Planning

Deciding which company to invest with is a massive decision with long-term impact for consumers. Brands must position themselves to connect with consumers early and often to earn trust and attention.

  • Market leaders share long-form content and free tools.
  • Out of the top five websites winning market share, only one is a traditional financial institution.
  • The top three winning brands are all publishers.

Banking

For consumers, deciding which bank to entrust their money with requires consideration and confidence. To earn consumer trust, brands need to connect with audiences early and serve them useful content.

  • Market leaders share long-form content and free tools.
  • The three brands with the most market share are publishers.
  • The top five brands own nearly 40% of the market share.

Credit Cards

When it comes to credit cards, consumers have dozens of options to choose from and a wide range of offerings — leaving them with a lot to consider. Brands that build trust through education set themselves up to win business.

  • Winning brands share long-form content.
  • The top five brands with the most market share are all publishers.
  • The top five brands win immense consumer attention from 897,000 monthly searches.

Mortgages

A shift in consumer behavior has brought nearly the entire mortgage-buying process online. Brands that build trust through education set themselves up to win business.

  • The brand with the most market share publishes a variety of owned assets and long-form content.
  • Seven out of ten market share leaders are not traditional financial institutions.
  • The top five brands control more than 45% of total market share.

Auto Loans

For consumers, opening an auto loan is a big decision that requires consideration. Brands that build trust through education can establish themselves as trustworthy lenders.

  • The market leader publishes a variety of long-form content on owned assets.
  • Three of the top five market share leaders are publishers.
  • The top five brands control nearly 50% of the total market share.

Student Loans

For borrowers, deciding how to finance student loans is a huge decision for their future. Brands that build trust through education can establish themselves as reliable lenders.

  • The leading brand publishes a variety of long-form content on owned assets.
  • Eight of the top ten market share leaders are not traditional financial brands.
  • The top five brands control nearly half of the total market share.

Don’t be
Outperformed

Nontraditional financial competitors (publishers and blogs) are outperforming financial institutions in organic search market share.

Win Consumer
Attention

Publishers that provide authoritative content on a variety of topics are winning consumer attention and market share.

Diversify
Content

Websites that win the most market share diversify their content and provide value by offering a range of free, online tools.

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Our Approach

Consumers are searching for answers

Before consumers make big financial decisions, they turn to search engines to research and learn about their options. That’s why we use consumer search data to inform and differentiate our approach.

We use proprietary technology to understand what your customers are looking for in real time, allowing brands to create targeted content assets that provide real solutions to real problems.

Consumers are searching for answers Icon

Show up when it matters

Many financial institutions make the mistake of lacking valuable content resources. Establishing trust through a brand’s owned assets is crucial in today’s competitive market. This upstream connection to the audience leads to brand affinity, loyalty, and repeat business.

OAO | Affinity Loyalty Sales
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